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Presentation PhD Defense
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Mobile Devices in Social Contexts
PhD Dissertation byHeidi Tscherning
Department of IT Management, Copenhagen Business SchoolSeptember 28, 2011
The purpose of this dissertation is to explore
the social context and its influences on the
early decision process as people
acquire and use mobile devices.
Purpose of the dissertation
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• Background
• Research questions
• Contribution
• Scope of dissertation
• Underlying philosophy
• Research with adoption focus– Framing, methods, and findings
• Research with use focus– Framing, methods, and findings
• Limitations and future research
Agenda
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Department of IT Management
• Research with adoption focus– Framing, methods, and findings
• Research with use focus– Framing, methods, and findings
• Limitations and future research
• Background
• Research questions
• Contribution
• Scope of dissertation
• Underlying philosophy
• Research with adoption focus– Framing, methods, and findings
• Research with use focus– Framing, methods, and findings
• Limitations and future research
Agenda
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General overall dissertation
Article focus
General overall dissertation
• Background
• Research questions
• Contribution
• Scope of dissertation
• Underlying philosophy
• Research with adoption focus– Framing, methods, and findings
• Research with use focus– Framing, methods, and findings
• Limitations and future research
Agenda
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Department of IT Management
General overall dissertation
• Research with adoption focus– Framing, methods, and findings
• Research with use focus– Framing, methods, and findings
Article focus
• Limitations and future research General overall dissertation
• Background
• Research questions
• Contribution
• Scope of dissertation
• Underlying philosophy
• Research with adoption focus– Framing, methods, and findings
• Research with use focus– Framing, methods, and findings
• Limitations and future research
Agenda
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Department of IT Management
General overall dissertation
• Research with adoption focus– Framing, methods, and findings
• Research with use focus– Framing, methods, and findings
Article focus
• Limitations and future research General overall dissertation
Background
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1983
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2007
Background
1983
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2007
Background
Background
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Close when far away
Far away when close
Background
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Far away when close
FreedomControlEfficiencies
Enslavement
Chaos
Inefficiencies
Background
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Hedonic use
Utilitarian use
Background
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Individual intention
Social influence
Research questions
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To what extent can an understanding of social influences, and more generally, competing forces, assist in explaining the early adoption and use of app phones?
Research questions
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1. How can social influences contribute to explaining the adoption and use of app phones?
2. How can competing forces of app phones contribute to explaining their adoption and use?
Research sub-questions
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Contribution
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Contribution
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Scope of dissertation
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Scope of dissertation
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Scope of dissertation
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Scope of dissertation
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Article 1 Article 2 Article 3 Article 4
Underlying philosophy
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Critical realism ontology
Underlying philosophy
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Constructivist epistemology
Underlying philosophy
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Research with adoption focusFraming, methods, and findings
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Research with adoption focus
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Case study
Article 1 Article 2 Article 3 Article 4
Social influence approach
• Self-interest and collective action
• Homophily
• Contagion– Social norm
– Conformity
– Compliance
Framing
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Informative influenceNormative influenceCompetitive concernsPerformance network effectsSocial learningOpinion leaders
The Role of Early Adoption of Mobile Devices
2. The Role of Social Networks in Early Adoption of Mobile Devices
One-shot cross-sectional study
Data collection:• Purposive (homogenous) sampling• Five participants• Semi-structured interviews
– Demographics, mobile device history, iPhone history, social network, adoption decision
• Data from discussion forum• Social network profile data
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Methods
The Role of Early Adoption of Mobile Devices
2. The Role of Social Networks in Early Adoption of Mobile Devices
2. The Role of Social Networks in Early Adoption of Mobile Devices
Data analysis:
• Social influence constructs: – adoption threshold
– opinion leaders
– social contagion
– social learning
• Atlas.TI
• Storytelling
Methods
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Article 22. The Role of Social Networks in Early Adoption of Mobile Devices
Findings
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Case study findings Article 2The Role of Early Adoption of Mobile Devices
2. The Role of Social Networks in Early Adoption of Mobile Devices
Individual and group level dynamics:
Group level technology adoption ≠
aggregated individual level adoption!
A need for addressing technology adoption through multilevel research
Framing
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Article 33. A Multi-level Social Network Perspective on IT Adoption
Development of conceptual framework based on Coleman’s diagram (1990).
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Methods
Coleman (1990): “Foundations of Social Theory”
Micro mechanism a
Micro mechanism b
Phenomenon A in Society
Phenomenon B in Society
MACRO LEVEL
MICRO LEVEL
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3. A Multi-level Social Network Perspective on IT Adoption
Multilevel Framework for Technology
Adoption
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Findings
Adapted from Coleman (1990): “Foundations of Social Theory”
Attributes and beliefs
Adoption behavior
Discourse Diffusion
NETWORK LEVEL
INDIVIDUAL LEVEL
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Intentions
Article 33. A Multi-level Social Network Perspective on IT Adoption
3. A Multi-level Social Network Perspective on IT Adoption
Research with use focusFraming, methods, and findings
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Research with use focus
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Field study
Article 1 Article 2 Article 3 Article 4
Competing forces approach*• Individual and social orientation• Exploration and exploitation behavior• Utilitarian and hedonic objectives
* Based on the Competing Values Framework (Quinn and Rohrbaugh, 1981, 1983)
Framing
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Competing Forces Model of Technology Assimilation
Cross-sectional field study with multiple snapshots
DREAMS project
Data collection:
• 15 students from ITU
• 30 semi-structured interviews
• 3 surveys
• 3 focus group interviews
• 15 24-hour diaries
• Network provided usage data (Telia)
Methods
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Competing Forces Model of Technology Assimilation
Methods
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Article 4Competing Forces Model of Technology Assimilation
Data analysis:
• Three competing forces: – individual vs. social orientation
– exploration vs. exploitation behavior
– utilitarian vs. hedonic objectives
• Atlas.TI
Methods
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Article 4Competing Forces Model of Technology Assimilation
Competing Forces Model of Technology Assimilation
Findings
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Objectives:• Utilitarian• Hedonic
Exploration behavior
Exploitation behavior
Individual orientation
Social orientation
INVESTIGATINGIndividually oriented explorative behavior with the purpose of obtaining utilitarian and hedonic objectives
INTERACTINGSocially oriented explorative
behavior with the purpose of obtaining utilitarian and hedonic
objectives
IMPROVINGIndividually oriented exploitative behavior with the purpose of obtaining utilitarian and hedonic objectives
INTEGRATINGSocially oriented exploitative behavior with the purpose of
obtaining utilitarian and hedonic objectives
Adapted from Quinn and Rohrbaugh (1981, 1983): “Competing Values Framework”
Competing Forces Framework
Limitations and future research
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Limitations
• Study of app phones without looking into design and marketing effects of device
• Consumer context
• Small sample sizes two empirical studies
Limitations and future research
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Future research
• Development of two frameworks– Multi-level Framework of Technology Adoption
– Competing Forces Framework
Limitations and future research
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Thank you!
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